en.Wedoany.com Reported - Brazilian fashion retailer Lojas Renner has launched an AI fashion advisor named Re, which is available to some consumers in a beta version and is expected to gradually expand its scope in the coming months.

Of the total investment of 1 billion reais expected in 2026, approximately 40% will be directed to technology, covering artificial intelligence applications. The AI agent is designed to understand users' preferences, purchase history, sizes, styles, and wearing occasions before recommending outfits, which fundamentally differs from traditional chatbots. Lojas Renner's Chief Digital Officer, Flavio Reis, stated that as the technology matures, Re is expected to communicate with each customer's agent and complete sales.

This launch comes as Lojas Renner begins to evaluate the effectiveness of AI applications from a financial perspective. Data shows that revenue from products recommended by AI algorithms has doubled over the past year, while the conversion rate of customers using virtual fitting rooms is twice that of non-users. Reis noted that all initiatives are tied to specific metrics such as conversion rates, and an increase in conversion rates often indicates improved customer experience.

Lojas Renner has a customer base of 20 million, with a net income of 2.8 billion reais in the first quarter of 2026. The company's market value is approximately 14 billion reais. This AI strategy is also part of its response to competition from Asian e-commerce giants like Shein and Shopee, which have significantly enhanced personalization and response speed in fashion retail. By integrating purchase history, preferences, sizes, and real-time inventory data, Lojas Renner aims to provide more accurate product recommendations and efficient shopping experiences.

In internal operations, Lojas Renner also leverages algorithms. In 2025 alone, the technology identified over 200 fashion micro-trends, accelerating the selection process for store-launched styles. Algorithms also participate in nationwide inventory allocation, considering regional demand, local events, and logistics availability. The new AI agent uses this information to recommend products available in the consumer's region, thereby shortening delivery times and improving conversion opportunities.